More than 90% of British adults do not recognise the product placement logo introduced to programmes earlier this year to warn viewers when an advertiser has paid a broadcaster to push its wares, according to research published on Monday.

As part of the relaxation of the rules broadcasters have to show a bold "P" logo before and after TV shows that involve product placement deals. A major TV campaign was run across the main broadcasters to raise awareness of the logo and the concept of product placement.

However research from Populus has found that 75% of more than 2,000 adults surveyed did not have a clue what the "P" product placement logo stood for when shown it.

The survey found that 11% thought the symbol related to parking, 2% thought it was some sort of pay point, and 1% thought it was related to the online payment company Paypal.

Just 9% of those surveyed correctly identified the symbol as relating to the official product placement symbol used on TV.

Ofcom's strict rules on product placement stipulate that it "must be signalled clearly, by means of a universal neutral logo ... at the beginning of the programme in which the placement appears; when the programme recommences after commercial breaks; and at the end of the programme".

Broadcasters are not allowed to run product placement in children's programming, news and current affairs, religious or consumer advice shows such as Fifth Gear and The Gadget Show. There are also restrictions on undue prominence and editorial justification.

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